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Lets say you find a item you like a pair of sun glasses. To be more specific this are Oakley Romeo 2.0, polished frame and titanium lens color, which are worth USD 375. The question, are they worth the price. As you might know Oakley products are quality products, therefore they are worth the price. However if you don’t have the money, you may say, indeed “I don’t have the money”. What if you found a pair of sunglass that a comparable in quality to Oakley, but they don’t have a brand and they are priced, 1/5 of the Oakely sunglass. Will you buy them? By the way you have 5 seconds to decide. Times is up.

If you had the money, liked the Romeo 2.0 and looked good on you, then you will not hesitate in buying them, but why will we hesitate if we don’t know the brand or brandless, even if they look of high quality? Maybe, I’m wrong and the scenario described above doesn’t apply to you or me, on the other hand it might.

We trust what we know; in the case of the unknown, even if it looks trustworthy we have to be sure. To the extend that even if the price is right we will hesitate and try to find more evidence. Therefore, when it comes to trust (or lack of trust) and taking risks, we throw our “price-sensitiveness.. out WITH the window”.